Assessing the Effects of Smokeless Tobacco Influencer Marketing in the Rapidly Changing Media Environment

项目总结 本申请是为了回应被确认为非CA-CA的特殊利益通知(NOSI)而提交的 20-039.家长拨款(1R01CA234082-01A1)旨在评估社交媒体广告和 无烟产品营销对无烟产品的态度、信念和使用的影响。与酒精有关的 在社交媒体上的无烟烟草对话中，主题很常见，并理解 接触这些内容可以为烟草控制、酒精使用和滥用研究提供有意义的见解。 社交媒体数据可以作为有针对性的营销、公共传播环境的宝贵衡量标准 和规范，以及其他以前未测量到的与健康结果有关的背景因素，但 到目前为止，还没有研究考察以酒精为主题的无烟烟草(ATST)社会对人口水平的影响 关于无烟烟草和酒精饮料产品的发起、使用和共同使用的媒体营销，通常， 或者特别是在年轻人中。因此，拟议项目的总体目标是评估 描述社交媒体上ATST帖子的主题和来源，并分析两者之间的关系 可能接触到ATST社交媒体上关于发起、使用和共同使用无烟烟草和 酒精产品，特别侧重于年轻人。该项目将通过审查以下内容来增强家长R01的目标 年轻人和新的用户营销策略，特别关注酒精口味的无烟产品 产品促销和酒类主题促销。该提案与NOT-CA-20-039直接相关 并与行政补编的意图一致，因为它将涉及更多 资源、数据源和专业知识，以及利用NORC现有的分析基础设施 和社交媒体研究方面的经验，以检查数字营销环境对发起和 青少年同时饮酒和吸烟。我们将对现有的两个数据集进行关联分析：1)社交媒体 与ATST营销相关的数据，2)青少年风险行为监测系统(YRBSS)的调查数据 这是衡量高中生和中学生无烟烟酒使用量的指标。具体地说， 拟议补编的目的是：量化ATST的数额并说明其主题和来源 在社交媒体(即推特和Instagram)上发布帖子(目标1)；评估潜在接触ATST的影响 关于青少年无烟和酒精产品使用和启动的社交媒体内容(目标2)。而父项目 旨在探索不同地区和人群在无烟烟草营销和使用方面的差异 调查烟草控制政策等潜在因素的缓和影响，我们没有 资源和专门知识，以研究与酒精有关的无烟烟草推广对 烟草的启动和消费。通过对ATST社交媒体内容和YRBSS进行关联分析 数据，这个项目将提供与政策高度相关的科学证据，说明酒精相关的影响 关于烟酒使用的营销环境和在美国年轻人中的启动。

PROJECT SUMMARY This application is being submitted in response to the Notice of Special Interest (NOSI) identified as NOT-CA- 20-039. The parent grant (1R01CA234082-01A1) aimed to evaluate the impact of social media advertising and influencer marketing of smokeless products on attitudes, beliefs, and use of smokeless products. Alcohol-related themes are common in smokeless tobacco conversations on social media and understanding the impact of exposure to this content can provide meaningful insights for tobacco control and alcohol use and abuse research. Social media data can serve as valuable measures of targeted marketing, public communication environment and norms, as well as other previously unmeasured contextual factors associated with health outcomes, yet, to date, no studies have examined the population level impact of alcohol-themed smokeless tobacco (ATST) social media marketing on initiation, use and co-use of smokeless tobacco and alcoholic beverage products, generally, or among youth in particular. The overall goal of the proposed project is thus to assess the amount and characterize the themes and sources of ATST posts on social media, as well as analyze the relationship between potential exposure to ATST social media messages on initiation, use and co-use of smokeless tobacco and alcohol products, with a particular focus on youth. This project will enhance the goal of parent R01 by examining youth- and new user marketing strategies at a finer grain by specifically focusing on alcohol-flavored smokeless product promotion and alcohol-themed promotion. This proposal is directly relevant to the NOT-CA-20-039 announcement and consistent with the intent of the Administrative Supplement as it will engage additional resources, data sources, and expertise, as well as take advantage of NORC’s existing analytical infrastructure and experience in social media research to examine digital marketing environment influences on initiation and co-use of alcohol and tobacco in youth. We will conduct linked analyses of two existing data sets: 1) social media data related to ATST marketing, 2) survey data from the Youth Risk Behavioral Surveillance System (YRBSS) that measures high school and middle school students’ smokeless tobacco and alcohol use. Specifically, the aims of the proposed supplement are: to quantify the amount and characterize the themes and sources of ATST posts on social media (i.e., Twitter and Instagram) (Aim 1); to assess the impact of potential exposure to ATST social media content on youth smokeless and alcohol product use and initiation (Aim 2). While the parent project aims to explore differences in smokeless tobacco marketing and use across regions and populations and investigates the moderating impact of such underlying factors as tobacco control policies, we have not had the resources and expertise to study the potential impact of alcohol-related promotion of smokeless tobacco on tobacco initiation and consumption. By conducting linked analyses of ATST social media content and YRBSS data, this project will provide highly policy-relevant scientific evidence about the influences of alcohol-related marketing environment on tobacco and alcohol use and initiation among youth in the U.S.